Warner Edwards premium gin range has been given a new look as it sees three digit sales growth in the on-trade.
The new labels and packaging is aimed to push premium quality cues and underline the gins' British craft provenance, as well as highlighting the botanicals used in each of the products: Elderflower gin, Dry gin, Sloe gin and Rhubarb gin.
Karen Capey, business manager for wines, beers and spirits at supplier company Label Apeel, explains why the labels are an intrinsic part of the brand: "The cigar band style labels are printed on a beautiful textured paper called Epique – front and neck, and we've used a lighter bronze foil.
"The unique label shape aims to give distinction to the brand and also represent the story of the meeting of the owners, Sian and Tom, which is shown in the use of the English Lion and Welsh Dragon.
"We've enjoyed Warner Edwards since its launch in 2014 when we printed the original labels, which won a gin design category at the World Drinks Awards."
Warner Edwards has seen sales of its range of premium gins into the on-trade grow by 400% during 2015. The Northampton based company secured a number of key listings for its high-quality flavoured gins across the pub sector and the craft producer will be looking to continue this success in 2016.
In order to raise awareness and encourage up-take of their gins at outlet level, Warner Edwards’ passionate co-founders, Tom Warner and Sion Edwards visit pubs across the country to offer training, introduce bar staff to their gins and make recommendations on how to achieve a perfect serve. They also host staff at their Northampton distillery to demonstrate their superior seven hour one shot distilling process.
Warner Edwards is the first company to gain a quality ‘flavoured’ gin listing in Young’s Pubs. The historic London pub group stocks Warner Edwards Victoria’s Rhubarb and Warner Edwards Harrington Elderflower gin. This year the brand has also secured listings with a number of other pub groups, including the award-winning Oakman Inns.
In the coming year, these groups will be supported with tailored activation programmes, staff training, consumer tasting events and internal cocktail competitions. Warner Edwards will also be investing in Young’s summer gin focus in order to establish its offerings among Young’s discerning customers.
Patrick Dardis, retail director at Young’s Pubs says: “We’re delighted to add Warner Edwards flavoured gins to the selection of spirits available at our pubs. We have seen a big increase in interest in flavoured spirits and Warner Edwards Victoria’s Rhubarb and Warner Edwards Harrington Elderflower Gin varieties represent a unique and high-quality option for our outlets to showcase. Its British provenance reflects our premium brand values and our support of home-grown producers.”
Eamonn Borg-Neal, business development manager at Oakman Inns says: “Having Warner Edwards on board is a real asset and the support we’ve received so far from Tom, Sion and the team has been fantastic. Not only does Warner Edwards deliver on the quality of its gins, but also on the added value it offers in terms of training, tasting and events. We look forward to working with them in 2016.”
Tom Warner, co-founder of Warner Edwards, says: “We are passionate about growing our presence in the on-trade, both in larger chains such as Young’s as well as in exciting growing pub companies such as Oakman’s and Joules. Our expansion in this area is great news for our brand and we’re excited to see our gins on display in pubs across the country. Our new pub listings will be able to provide their customers the chance to experiment with new flavours and try something fresh and unique. We are tremendously proud of our distinctive flavour profiles which are the result of the exceptional quality of our ingredients and small batch production methods.”
11 February 2016 - Felicity Murray The Drinks Report, editor